V&A

The Museum of Fine Arts, Boston continues to expand its brand presence and shares its world-renowned collections with new audiences in China. pressions and the sculptures creative

Recent licensing activity includes collaborations in the restaurant, fashion, health, beauty, electronics and home goods sectors. Alfilo Brands is the MFA’s master licensee in greater China The MFA has one of the largest holdings of the celebrated Impressionist artist Claude Monet outside of France. The MFA and Pizza Hut, one of the most popular restaurants for young people and families with over 2,281 stores in China created an exclusive month long “Monet Garden Afternoon Tea” event at hundreds of Pizza Hut locations, and hosted a “Monet Night Garden” multimedia experience in both Shanghai and Hangzhou. Building upon the success of the “Monet Garden” in-restaurant experiences, delivery take-out boxes and cups were also created, reproducing Monet paintings from the MFA’s expansive collection. The MFA’s Monet’s collection has also been reproduced on packaging with Genuine Namir, a truly safe, natural and effective skin care brand. Its plant-based ingredients effectively cure skin issues. Over 10,000 bottles of MFA licensed toner sold out within the first month after launching the product. Pegavision, one of the best solution providers in soft contact lenses also reproduced the MFA’s Monet collection on its packaging. Kindle continues to add product and artwork to its MFA Monet custom-designed cases, currently selling on the Kindle Tmall store. A very unique fashion licensing collaboration with Eve Zhang, one of the most well-known influencers’ (KOL) apparel brands in China was recently launched. Eve Zang has over 11.92 Million followers on her Taobao store. Works of art from the MFA’s French Fashion Plate collection and contemporary artist Piet Mondrian served as inspiration for Eve Zang’s fashion creations. “These new and exciting licensing collaborations support the MFA’s mission of bringing art and people together on many levels,” said Debra LaKind, Senior Director, Intellectual Property & Business Development and at the MFA. “We believe in the power of art, and are thrilled that our collection continues to be globally accessible throughout China with the help of Alfilo Brands, and the

MIXC WORLD ANNIVERSARY

MixC World in Shenzhen is celebrating its 3rd anniversary with a unique immersive SmileyWorld themed activation. The celebration, which started in August and runs until October 2020, sees the whole stretch of its outdoor high-street is installed with larger than life 3D Smiley sculptures Highlights include a UFO Smiley and giant Smiley Basketball. The variety of Smiley exMFA’s Weibo and WeChat platforms.”

designs have been a hit with Shenzhen residents who have been pouring into the mall to get their perfect photographic moment, All shopfront windows in the mall have been embellished with fun and colourful Smiley decals to complete the celebratory ambiance, while mall tenants that include F&B outlets, a fitness gym, a manicure salon and a kids playground have participated in the celebration by decorating their shops and offering services with Smileythemed icons. Huawei and Little B have also launched exclusive limited-edition SmileyWorld products available only at MixC World during the celebration period.

CHUPA CHUPS EVENT IN HANGZHOU

This past July, a stunning Chupa Chups Kids Center opened its doors offering families an exciting and entertaining experience in the city of Hangzhou in China. The well-known Hangzhou Joy City Mall received a fun and colorful makeover to celebrate the summer holidays with Chupa Chups, the popular lollipop brand that has been conquering the hearts and minds of consumers all over the world since 1958. Families and fans in the city were captivated by the amazing decorations, larger than life installations and fun activities. The destination ran until September. Chupa Chups has been conquering the heart and taste of kids and teens since 1958. The brand has become world famous for its round lollipops in many flavours and the flower shaped logo which was designed by the famous artist Salvador Dalí in the late sixties. Today the brand launches novelties in more than 130 countries in a sustainable manner. Based on the brand’s strong personality and identity, a vibrant pop style has been developed for licensing that is always on trend. The forever fun style guides offer endless possibilities to create colourful lifestyle products and a one of a kind brand experience all over the world. Chupa Chups’ characteristic flavour profile is also ideal to bring credibility and to inspire innovative food and beverage products that never fail to stand out on retail shelves.